London Needs You Alive campaign (2)

Shaun Bailey: What engagement has been made with councils, schools and colleges to promote and reinforce the messaging of the London Needs You Alive campaign?

The Mayor: We know that our partners in councils, schools and colleges play an important role in reinforcing the message of not carrying a knife.
That’s why working with them was a crucial part of the London Needs You Alive (LNYA) campaign. We created a free toolkit for schools, colleges, youth workers, community and faith leaders to support their work in raising awareness of the dangers and consequences of carrying a knife.
We provided free lesson plans and teaching materials. The toolkit has been a great success and has received approximately 14,700 downloads to date, with 12,000 downloads of the lesson plans.
To make the toolkit as easy to use as possible, we have provided councils, schools and colleges with free webinars and face-to-face workshops that teach them practical ways to use the toolkit. This was promoted to education and youth practitioners on Amazon Chime and other social media channels. The toolkit and resources have also been disseminated via education networks e.g. Times Education Supplement, the GLA Schools and Peer Outreach Networks, Met Police Cadets, Academy Trust Chairs and the Association of Colleges.

Legal Notices to Owners of High-Rise Flats

Tom Copley: Please list the number of outstanding legal notices with their full postal addresses served by the London Fire Brigade on the owners of high-rise flats. Please show these figures by Parliamentary constituencies, London borough and on a London-wide basis and show who the owner of each block is.

The Mayor: Please see attached a list of all outstanding legal notices, along with their postal address, London borough and Parliamentary constituency.
London Fire Brigade (LFB) does not necessarily know who the ‘owner’ of a property is as the Regulatory Reform (Fire Safety) Order 2005, under which notices are issued, allows LFB to issue notices against the responsible person, who may be an employer, occupier or owner. All notices can be found on LFB’s website - https://www.london-fire.gov.uk/community/public-notices/?initialLoad=False&borough=&type=-1#results

London Needs You Alive campaign (1)

Shaun Bailey: How much has been spent to date on the London Needs You Alive campaign?

The Mayor: The London Needs You Alive (LNYA) campaign ran between November 2017 and November 2018. It challenged perceptions amongst young people that ‘carrying a knife will make you safer’ by raising awareness of its dangers and consequences, and providing prevention materials. The campaign was part of our ongoing work to tackle serious youth violence.
The LNYA campaign successfully reached over 5,000,000 people, with approximately 20,000 uses of the London Needs You Alive hashtag. It also generated over £200,000 worth of value-in-kind support from partners including Apple, Microsoft, London Stadium and Westfield enabling us to reach even more young Londoners through our campaign.
The total spend on the LNYA campaign was £321,612. £226,956 of this was provided by The Mayor’s Office for Policing and Crime (MOPAC) as part of their commitment to developing a communications campaign to dissuade young people from carrying knives. The remaining amount was covered by the GLA Central Marketing Budget.

London Needs You Alive campaign (3)

Shaun Bailey: In 2017, the Key Performance Indicators (KPIs) for the London Needs You Alive campaign were "to raise awareness of the dangers and consequence of carrying a knife among young people in London, measured via campaign reach, social listening and MOPAC Youth Survey results" and "to reduce the levels of concern around knife crime within adults and youth measured via the MOPAC Public attitude survey and a MOPAC youth Survey alongside the campaign results". Please outline the evidence that you have achieved the primary KPIs of the London Needs You Alive campaign.

The Mayor: The London Needs You Alive (LNYA) campaign ran between November 2017 and November 2018. It challenged the perception amongst young people that ‘carrying a knife will make you safer’ by raising awareness of the dangers and consequences of knife crime and providing prevention materials linked to the campaign, integrating the message into school and alternative educational provider activities.
As a result of the campaign, 53 per cent of young people felt that it made them consider the consequences of carrying a knife in more depth. 51 per cent also felt that the campaign helped them think more constructively about what they can achieve in life, and why that is important. These results were taken from the MOPAC Youth Voice Survey, 2018.
The campaign has reached over five million people, with nearly 20,000 uses of the LNYA hashtag, and to date, there have been 14,700 downloads of the LNYA Toolkit, and 12,000 downloads of the lesson plans addressing issues associated with knife crime.

London Needs You Alive campaign (4)

Shaun Bailey: Two years on from your knife crime strategy, how have you measured the attitude change since the end of the London Needs You Alive campaign?

The Mayor: London Needs You Alive (LNYA) was the public awareness activity within a broader strategy tackling serious youth violence. Its impact was measured through MOPAC’s Youth Voice Survey in 2018, revealing that after one year 53 per cent of young people felt LNYA made them reconsider the consequences of carrying a knife. Those who said they had personally carried a knife were more aware of the campaign (26 per cent, 53 of 206) than who had not (17 per cent, 1081 of 6418). 51 per cent felt that the campaign helped them think more constructively about their lives.
Following the set-up of the Violence Reduction Unit and the GLA taking a public health approach to serious youth violence, the campaign no longer solely focuses on changing public attitudes and therefore we no longer track impact on this objective. There are aspects of LNYA that continue to run, including the engagement of young Londoners in diversionary activities; awareness-raising amongst youth practitioners and the promotion of access to resources and opportunities.